Brand-extension strategies enhance success chances of new products, even though they expose brand image to dilution risks. The present work analyzes how brand-extension evaluation can affect the current brand image and proposes a theoretical model formed by five main factors related to brand...

Purpose – The purpose of this paper is to demonstrate that human resource management (HRM) has an impact on supply chain management (SCM), which in turn has a significant impact on customer satisfaction (CS) and organisational performance (OP), playing a mediating role in the relationship...

Purpose – The main purpose of the current work is to analyse the role played by the family on consumer‐based brand equity. In the proposed model, information of a brand provided by both the family and the firm (via price, promotion and advertising spending) is analysed as a source of...